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Social Networking: Past, Present & Future

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Presentation given by Mark Suster at Caltech in October 2010. The topic was: "Social Networking: Past, Present & Future"

Presentation given by Mark Suster at Caltech in October 2010. The topic was: "Social Networking: Past, Present & Future"

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    Social Networking: Past, Present & Future Social Networking: Past, Present & Future Presentation Transcript

    • Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com
    • Where Did Social Networking Start?
    • In our debates we tend to focus too much on technology
    • It’s about shared experiences & we’ve replicated this online
    • It’s about meeting people & communicated with those we know
    • Online social networks mirror offline lives
    • It’s about the 6 C’s
      • C ommunications
      • C onnectedness
      • C ommon Experience
      • C ontent
      • C ommerce
      • C ool Experiences (ok, entertainment ;-)
    • It’s why Becomes
    • It’s why Becomes
    • Pre Internet had social networks
    • Pre Internet had social networks
    • Anyone around then will know what one of these was
    • AOL bridges gap between pre-Internet & Internet
    • People advertised “AOL Keywords” not websites AOL Keyword: Swordfish
    • Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
    • And “groups” have been around for ages
      • Mothers’ clubs
      • Church groups
      • Education
    • Social networks have been around for a long time.
      • Usability is better.
      • 3 rd -party platforms.
      • More people are connected.
      But same old shit.
    • And then spam-based social networks began
    • Mostly for professional use / older demo
    • And it was really about extending your network
    • Web 2.0 was born and we evolved online social expression
    • Web 2.0 was born - social contribution Blogging Photos Video
    • Web 2.0 went social - skewed back to youth
    • Facebook launched. Was exclusive
      • Teenage
      • Middle America
      • Scantily Dressed
      • Design chaos
      • Ads galore
      • Not verified
      • Up market
      • University
      • Exclusive
      • Urban elite
      • Clean
      • Ad free
      • Verified
    • It started as .edu
    • And they captured the tech elite
    • They each captured 100m users, who increasingly wanted to share photos / video
    • MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers
    • And this guy (22) Schooled this guy (75)
    • He understood software business was different than media business
    • Within a SINGLE YEAR the game was over
    • And Facebook went mainstream
    • And then some !!!
    • And we’re back to advertising non-web pages Brands are spending big & abandoning web pages
    • Social networking then went “open”
      • Asymmetric
      • Public
    • Twitter really is a totally new concept
      • Marketing channel
      • RSS reader
      • Instant messaging
      • Chat Room
      • Data mine
      • Customer service Dept
    • And perhaps “open” went a bit too far Social Spending
    • I think we all know that social is going mobile
    • And people are building platforms to enable this Business Logic Mapping Layer Points of Interest
    • OK, OK But Where are Things Headed Next?
    • 1. Social Graph Becomes Portable
    • 2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating
    • 2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating “ I’m coming home for Thanksgiving” “ Check out how wasted we were ;-)” “ Why did you choose MongoDB?” “ I can’t believe we’re working again this weekend  ” “ I love The Decemberists, too!” “ I’m looking for a role as a Director”
    • It’s ridiculous that these are all combined today
    • Example: Quora
    • Example: HackerNews
    • 3. Privacy becomes a bigger concern 3 rd Party App Pictures of your Kids Personal Info Date of Birth You Your Friend
    • 3. Privacy becomes a bigger concern 3 rd Party Apps Can Access @ messages DMs (private) Tweets
    • 4. Social Networking Becoming Pervasive
    • So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this
    • 5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter / Facebook Chat
    • 5. But Also Bring Social “Features” like sharing
    • 6. Social Networking Will Split into Layers Business Logic EC2 S3 Mgmt Tools Mapping Layers Network Layers Social Graph / Features Open Source Data Totally New Opportunities
    • 7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt / Authority Social Marketing
    • Fuck “Check Ins & Badges” Skate Where the Puck is Going
    • The definition of social networking will cease to exist in the way that we seldom think about Internet companies
    • And for those who wonder if Facebook now IS the Internet, remember ….
    • Plus ça change April 2000 May 2007 Jan 1998
    • It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate
    • Social Networking Past, Present, Future Thank you